Server-side Tagging (SST)
Server-side tagging sends Billy Pixel data from your server instead of directly from the browser. This makes tracking less affected by browser restrictions such as Intelligent Tracking Prevention (ITP), ad blockers, and cookie blocking.
The Billy Pixel is already first-party and analytics-based, so these restrictions have limited impact on it. Server-side tagging is a choice between client-side and server-side, not an addition on top of your existing setup.
This guide assumes you already have a working server-side tracking setup (a server container with its own subdomain, receiving events from a Client such as the default GA4 Client). Billy Grace doesn't provide support on setting up that infrastructure; this is the responsibility of the client.
Add the tag to your server container
In your GTM server container, navigate to Tags > New > Discover more tag types in the Community Template Gallery, and search for Billy Grace - Server Side Tag.
Give the tag a name (for example Billy SST - All events) and fill in your Tracking ID, the same Pixel ID used in your client-side setup (format: ID-XX-XXXX), found under Settings > Pixel in your Billy Grace account.
If the events coming into your server container use different names than Billy Grace expects, check Map incoming event name(s) to other event name(s) and add the mapping (for example product_bought to purchase).
Under Extra Settings, check Top level website domain matches SST Container domain if your server container runs on a subdomain of your own website. This is what makes the cookies first-party. Leave it unchecked only if your server container runs on a completely separate domain. For example: if your server container runs on ss.yoursite.com (a subdomain of your own website), check this box.
Under GEO Values, you can manually override the location Billy Grace uses for an event instead of relying on automatic IP-based detection. This is useful when the incoming event doesn't carry reliable location data on its own, for example CRM webhooks, imported leads, or offline conversions where you already know the customer's location from your own data.
Now add a trigger that fires on all events coming from your GA4 Client (for example named All GA4 Events).
Click Save, then publish your container. Open preview mode and trigger an event on your website. You should see the Billy Grace tag fire.
By default, SST hits are not shown in your reports; you'll only see them in the Troubleshoot Pixel feature. Once your setup is verified, reach out via the in-app support chat to have SST activated for your account.
Migrating from client-side? We recommend running both setups in parallel for a while before switching over fully. Billy Grace only shows one implementation in your reports at a time, so this overlap won't disrupt your reporting, and it gives our support team a chance to analyze the server-side data and confirm the implementation is correct.